Abstract
Research on Customers’ motivations to seeking online reviews of hotel (hotel from 3 to 5 stars) in Hue city is based on a survey of 220 visitors who used online review websites of these hotels. The results show that there are four main motivations for seeking online reviews of the hotels in Hue city: Ease to use, Helpful, Social assurance and Risk reduction. From that point of view to improve the customers’ motivation for seeking online hotel reviews in Hue city. Hotels should register more online hotel review websites, provide complete and accurate hotel information, encourage guests to write detail reviews about hotels, respond to customer reviews and online hotel review websites creat virtual community throught permiting guests share more emotion, compare their reviews to others and conect with other guests.
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